secrets of success - sample chapters

Contents Introduction................................................................................................. 1 Chapter1SettingYourGoals ................................................................ 3 DevelopingYourGoalsMindset ..................................................................................4 SettingtheStageforGoals ..............................................................................................5 ABlueprintforGoalSetting ..........................................................................................6 FulfillingYourGoals ........................................................................................................9 OrmondMcGillInterview................................................................................11Chapter2BusinessBasics .................................................................... 15 YourBusinessPlan..........................................................................................................15 BusinessStartup .............................................................................................................16 GettingOrganized...........................................................................................................16 StayOrganizedwithTechnology ..........................................................................17 UsingEmailinYourBusiness...............................................................................17 EverythinginitsPlace.............................................................................................20 ManagingYourTime ..............................................................................................21 Professionalism ........................................................................................................23 ProfessionalOrganizations.....................................................................................25 BrianLeeInterview ..........................................................................................26Chapter3PotentialClients .................................................................. 31 CorporateMarket ............................................................................................................31 ProfessionalAssociations..............................................................................................32 Restaurants........................................................................................................................33 Casinos................................................................................................................................34 NightClubsandComedyClubs.................................................................................35 TouringShows .................................................................................................................35 CruiseShips ......................................................................................................................35 StreetPerforming.............................................................................................................36 ShoppingMalls ................................................................................................................37

HolidayEvents.................................................................................................................37 PrivateFunctions.............................................................................................................38 PublicEvents ....................................................................................................................38 FairsandExhibitions......................................................................................................38 Schools,Universities,andColleges............................................................................40 FundraisingEvents .........................................................................................................43 GettingStarted .........................................................................................................44 PromotingtheEvent................................................................................................46 TicketSales................................................................................................................48 AftertheShow..........................................................................................................49 MurrayHatfieldInterview ...............................................................................52 CharlesGreeneIIIInterview ............................................................................58Chapter4MarketingforSuccess ........................................................ 67 CreatingYourMarketingPlan ....................................................................................68 KnowingYourCompetition.........................................................................................73 EstablishingYourMarketPositionandBrand .......................................................74 DefiningYourUniqueSellingProposition(USP)..................................................75 DevelopingYourUSP .............................................................................................76 BenefitingfromYourUSP ......................................................................................77 FocusingonYourCustomer ........................................................................................78 TargetingYourMarketingEfforts ..............................................................................79 DevelopingYourHeadline...........................................................................................80 MarcSavardInterview .....................................................................................83Chapter5YourPromotionalPackage ................................................ 89 WhattoIncludeinYourPromotionalPackage ......................................................90 Brochure ....................................................................................................................90 ShowDescription.....................................................................................................92 ReferenceLetters......................................................................................................92 Testimonials..............................................................................................................92 BusinessCard ...........................................................................................................93 Biography..................................................................................................................93 Photograph ...............................................................................................................93 Videotape ..................................................................................................................95 TourSchedule...........................................................................................................96 PriceList ....................................................................................................................96

Discounts...................................................................................................................97 Posters........................................................................................................................97 CoveringLetters.......................................................................................................98 DesigningandPrintingYourPromotionalPackage.............................................98 CirculatingYourPromotionalPackage ....................................................................99 ClarkRobertsonInterview .............................................................................101Chapter6BuildingYourClientBase............................................... 109 ProspectingforNewClients ......................................................................................109 ProspectingbyTelephone...........................................................................................112 Networking .....................................................................................................................114 GatheringReferrals.......................................................................................................116 YourShowasaMarketingTool................................................................................119 ExpandingYourBookingswithAgents .................................................................122 YourRelationshipwithAgents............................................................................124 AgentContractsandPricing ................................................................................126 YouastheAgent ....................................................................................................127 TheresaPolokInterview.................................................................................128 ChristopherMenuInterview..........................................................................133Chapter7EffectiveSellingTechniques.......................................... 141 PreparingfortheSellingProcess ..............................................................................142 SellingInPerson............................................................................................................143 DevelopingYourSalesLetter ......................................................................................146 AppealingtoYourProspect .................................................................................146 CapturingYourProspectsInterest .....................................................................147 WritingforSuccess ................................................................................................148 RememberingYourServiceGuarantee ..............................................................149 PackagingYourSalesLetterforHighImpact....................................................150 SellingwithMailouts ...........................................................................................150 UsingFaxesforPromotions .................................................................................151 PurchasingMailingLists ......................................................................................151 PricingYourShow ........................................................................................................152 AddingValuetoYourShows.........................................................................................154 UpSellingYourServices ......................................................................................154 AddonProducts....................................................................................................155 PickingandPromotingtheRightProducts........................................................156

SellingatYourShows............................................................................................157 TheArtofSuccessfulNegotiations ..........................................................................158 Contracts ................................................................................................................ 163 CustomerLoyalty..........................................................................................................164 JerryValleyInterview.....................................................................................167Chapter8PublicityandAdvertising ............................................... 175 IdentifyingYourPublicAwarenessGoals...............................................................175 Publicity ...........................................................................................................................176 TargetingtheMediaforPublicity.............................................................................177 UsingNewsReleasestoGeneratePublicity..........................................................178 DevelopingandConstructingYourNewsRelease .............................................181 HandlingMediaInterviews .......................................................................................182 Advertising......................................................................................................................184 YellowPagesAdvertisements..............................................................................186 ClassifiedAdvertisements....................................................................................187 BillboardsandBusBenches..................................................................................187 MorePublicAwarenessOptions ..............................................................................187 PerformingatCharitableEvents .........................................................................187 Sponsorship ............................................................................................................189 EntertainmentReports&Newsletters ................................................................189 PublishingYourOwnArticles .............................................................................189 PublicSpeaking......................................................................................................189 LawrenceHerzogInterview...........................................................................190Chapter9MarketingYourServicesontheInternet ..................... 197 TakingtheLeaptoOnLine........................................................................................197 KnowingandUnderstandingYourObjectives ....................................................198 NamingYourSite ..........................................................................................................198 DesigningYourSiteforSuccess................................................................................200 PromotingandMarketingYourWebsite ...............................................................204 WelcomingTraffictoYourSite .................................................................................205 LeveragingYourSiteforProfit .................................................................................206 SellingThroughtheInternet ......................................................................................207 EmailMarketingfromYourSite .............................................................................209 IncreasingTrafficwithStrategicallyPlacedLinks ..............................................211

ExpandingTransactionVolumesThroughAffiliates .........................................212 BenefitingfromthePowerofSearchEngines.......................................................213 TechnicalTipsforYourWebsite...............................................................................215 RonPearsonInterview ...................................................................................217AuthorsNote........................................................................................... 228 Appendices AppendixA: FaxCoverSheet..................................................................................229 AppendixB: Invoice..................................................................................................231 AppendixC: Receipt .................................................................................................233 AppendixD:PromotionalPackages .....................................................................235 AppendixE: BusinessCards ..................................................................................237 AppendixF: BookingInformation(Sample1) ...................................................239 AppendixG: BookingInformation(Sample2) ...................................................241 AppendixH:EventProfile.......................................................................................243 AppendixI: MerchandiseOrderForm................................................................245 AppendixJ: AgreementsBookingConfirmation(Sample1) ...................247 AppendixK: AgreementsContract(Sample2)..............................................249 AppendixL: PerformanceRider ...........................................................................251 AppendixM:NewsRelease(Sample1) ...............................................................253 AppendixN:NewsRelease(Sample2) ...............................................................255 AppendixO:References ...........................................................................................257

INTRODUCTION 1

Success is that old ABC ability, breaks, and courage.

~ Charles Luckman ~

INTRODUCTION

Success without fulfillment is failure. ~ Anthony Robbins ~

This is a book about achieving personal, professional, andfinancialsuccessasamagicianorstagehypnotist.Thereisnopredefinedpointatwhichwhen reachedmeansyouhaveachievedsuccess.Yourindividualdefinitionofsuccesswilldeterminehowyoushouldmeasure it,andwill tellyouexactlywhenyouhavereached it. Your own true success is directly related to yourpersonalvisionofachievementandyourown leveloffulfilment.If you have not yet reached your desired level of success, youshouldreadon.

Success is not a doorway, it is a stairway! ~ Dottie Walters ~

The chapters that follow will focus on mastering the keyingredients for success as amagician or stagehypnotist: settingandachievingyourgoals,developingaqualityserviceorproduct,operating efficiently as a business, and leveraging your targetmarket through high impact promotion and sales techniques.This book provides the secrets many performers search theirentire careers for, but are not fortunate enough to find andimplement. It explores one of the biggest secrets of all highimpact marketing: how you operate as a business and conductyourselfwithyourclientsandprospects,thevalueandcredibilityofwhatyouhavetooffer,andthewayyoumakeothersawareofyourservicesandproducts.Letusbeyourguideonyourjourneytocareersuccess.Thebookyouareholding isagoldmineofpracticaladvice, triedand truemethods, experiences from the experienced, and guidance andsupporttoimplementyourvisionandgoals.Buttheinformationyoureadwillonlybeaseffectiveandaspowerfulasyoumakeit.Thiswealth of knowledge and advice comes not only from ourexperiences,butalso those from severalpolishedand successfulprofessionals who have shared their knowledge, advice, and

Give a man a fish and he will eat for a day. Teach a man to fish and he will eat for the rest of his life. ~ Chinese Proverb ~

2 SECRETS OF SUCCESS FOR MAGICIANS AND STAGE HYPNOTISTS

secrets through the interviews we have captured in this book.Take the information seriously, think about how you canincorporate these secrets into your own situation, and then livethebenefitsofyourhardwork. Study therecommendationswehaveprovided and thenplanhowyou can implementor adoptthem. Every stepyou take can createa rise inyourprofitsandupwardgrowthinyourcareerandyourbusiness.

A journey of a thousand miles

begins with a single step. ~ Confucius ~

Beginhere toset thecourse foryour futurewith thehelpofourhigh impact marketing advice. The ideas contained in thefollowing pages are proven strategies for success. Use theknowledge in this book to build upon your own thoughts andpractices. By simply copying the examples from thisbook,youwillbemissingitsmainpurpose,whichistoenableyoutogrowasasuccessfulperformerandbusinessperson.Byusingthisbookasaguide todevelopingnew ideasandmaterials,youwillhavecreated the proper foundation for growth, profit, and truefulfillment inyourfield. There isnorightwayorwrongwaytodo things,but therearedifferentwaysofdoing things. Youwilllearnsomeofthesethroughtrialanderrorbuthopefully,withthehelp of this book you will find the smoothest path and avoidmany of the pitfalls performers so often encounter. Apply thesuggested techniqueswith consistency and dedication, and youwill soon notice a positive change as your career is propelledforwardandupward.

CHAPTER 4 MARKETING FOR SUCCESS 3

Marketing is not a function, it is a whole business seen from the customers point of view.

~ Peter Drucker ~

CHAPTER 4 MARKETING FOR SUCCESS Peoplerarelytakethetimetothinkthateachandeveryaspectofhowtheirbusinessisconductedispartofmarketingtheirservicesor products. Themanner inwhich you answer the phone, thequalityofyourserviceorproduct,andthewayyoudress,act,andconductbusinessall fallsundermarketing. Thepurposeof thisbook is to set a foundation for a successful business in theentertainmentindustry.Therefore,wewillfocusontheaspectsofmarketingrelevanttothisindustry,includingseverallessobviousand often surprising, but equally important elements of asuccessfulmarketingstrategy.Mostoftheinformationinthisbookwillapplytoeverymarket.Itisyour role to focuson the information foryourownparticulararea or market segment. Most traditional marketing strategiesdemonstratehowtogrowyourbusinessinalinearfashion. Ourgoal is to help make your business grow exponentially. Mostmarketingapproaches focusonattractingnewbusinessallof thetime. Thiscanbeverycostly. Ourgoalistohelpyoudevelopaconstantstreamofnewclientsinadditiontosellingtopastclientsandhavingthemrefernewbusinesstoyou.TheMerriamWebstersCollegiateDictionary definesmarketingas the process or technique of promoting, selling, anddistributing a product or service. Marketing is anything andeverythingyoudointhepromotionofyourbusiness.Marketingoccursfromthemomentyoutargetaprospectandclosethedeal,untilthemomenttheybuyfromyouagain.Itisallabouteffectivecommunication. Thebottom line to anyofyourmarketing andadvertising efforts is to have someone buy your product orservice. So, you must learn to communicate concisely the


solutions,services,andproductsyouareable toprovide toyourprospects. Yourmarketing cannot relyon justan idea. Itmusthave a complete strategy and rigorous implementation of thisstrategytobesuccessful.

The secret of success is consistency of

purpose. ~ Benjamin Disraeli ~

Thinkofyourmarketingeffortsasbothshorttermandlongterm.Allofyourmarketinginitiativesareaninvestmentinyourfuturebusiness success, and effective marketing takes more than onestep.Multipleexposurestothesamepersonwillcreateapositive,lasting response. With consistency, accuracy, confidence, andpatience,youwillnoticeyourmarketingeffortsstarttopayoff.Whenplanningyourmarketingstrategies,itiseasytooverspendbut it isalsoeasy tounderspend. Donotbecheap,butalsodonotblowyourbudget.Findahappyandeffectivemediumwhenit comes to cost. When thinking of your total marketingcampaign,youneedtolookbeyondthecostitself,andexploretheeffectiveness.Ifacampaigncoststhousandsofdollars,butitpullsin many thousands of dollars in business, it is most likely aneffectivecampaign. Beforediving intoyourcampaign,do someresearch and test the market. Start small before investingeverythingintoasinglecampaign.

The minute you stop marketing,

you stop selling. ~ Alexis Gutzman ~

Which marketing strategies should you try? You will not belaunching all of your marketing tactics at once, so try a fewsmaller campaigns to find what works. Then do what worksrepeatedly,againandagain. If itdoesnotworkout, thenwhatwill you do? Get your feet wet in a variety of marketingstrategies,anddiveinafteryouknowyoucanswim.

Creating Your Marketing Plan

Beforedevelopingyourmarketingplan,youneedtoknowwhereyou currently stand in the marketplace. You need to knoweverythingaboutyourcurrentsituation. Agoodplacetostart isto lookcloselyatyourcurrentstrengthsandweaknesses,and tolook thoroughlyatall theexistingopportunitiesand threatsyouseeaffectingyourefforts inanyway. Thinkaboutall thewaysyou could turn yourweaknesses into strengths, and the threatsinto opportunities. These actions need to become part of yourplan.Doyouseeanuntappeddemandinyourmarket?Perhaps


thisiswhereyoucancreateyourownmarketnicheaspecializedmarketusingyourmarketingplanasthevehicle.Yourmarketingplanwilldescribehowyouwillpromoteyourselfandyourbusiness, and itdescribes themarketing activitiesyouwillpursue. Themarketingplan isactuallypartofyouroverallbusiness plan. The more direct and succinct your plan is, themoreeffective itwillbe. Itneeds todescribehowyouwillmeetyourmarketingobjectivesbylistingthestepsandactionsyouwilltake.Your marketing plan needs to contain detailed answers to thefollowing setofquestions. It isvery important toanswer thesequestions thoroughly, honestly, and accurately. The time youspend on these questions is time wellinvested. It will bringvalidity and credibility to your marketing plan and willsignificantlyincreasetheamountofsuccessyouwillachieveinitsimplementation. There will be less room for errors, and themarketingstrategiesandtacticsyoudevelopwillbesound. Whatisthelongrangeplanforyourbusiness? What is your proposed geographic market? Is it local,

provincial(state),and/ornational? Does your target market have any boundaries based on

consumergroups,orsetbygeographies? Whatisthesizeofyourmarket? Are there any similar markets that may conflict with your

targetmarket? Whoisyourtargetprospect?Whatistheirage?Theirgender

and lifestyle? Their values? Their occupation and incomelevel?

Whenwillyourtargetmarketneedyourservice?Willitbeon

ayearroundbasis,forspecialoccasions,orforholidays? Whatisyourcoremarketingmessage?


Whoistheonewhowillmakethepurchasingdecision?Whatwouldbeauniquewaytomarkettothem?

Exactlywhat business are you in andwhat do you have to

sell?Whatbusinessdoyourprospectsperceiveyoutobein? Do your promotional materials reflect the quality of your

serviceorproduct? Howmuchdoesyourtargetclientexpecttospend? At what price level will you offer your shows? Does your

priceallowforaprofitmarginafterexpenses? Whatisyourmarketsinterpretationofyourvaluetothem? What is your competition charging for a similar service or

product? What isyourcurrentmarketposition? Whatmarketposition

areyouaimingforinoneyear?Infiveyears? Whatattitudesaboutyourserviceorproductareprevalentin

yourmarket? Do people in your market have any particular habits that

mightbeimportant? Whoisyourcompetition?Whatistheirlocation? Whatarethestrengthsandweaknessesofyourcompetition? How different are you competitors shows or services from

yours? Are you familiar with your competitions promotional

materialsandefforts?Theirpricing? Areyou aware ofyour competitionspast and future clients

andtheirfuturemarkets?


Are you familiar with how your competition conducts itsbusiness?

Doyouknowyourcompetitionsimageandreputationinthe

marketplace? Whocouldbefuturecompetitorsinthismarket? What is theadvantageofdoingbusinesswithyouoveryour

competition? Whatformsofmediawillreachyourtargetmarket? Whenistherighttimetoadvertisetothismarket?Thewrong

time? Howfrequentlyshouldadvertisementsgotothismarket? Whatisyouradvertisingbudget? Whatexactlywouldyouradvertisinginclude? What forms of publicity would be suitable for this market:

Radio? Television? Interviews? Feature stories or articles?Public speaking at events? Involvement in charity orcommunityevents?

Do you have a thorough understanding of the service or

product you are planning to market? Have you taken intoaccount the following attributes: quality, service, price,reliability, uniqueness, image, knowledge, reputation,guarantees?

Howwillyourserviceorproducthelpyousolveyourclients

problems? What proof (testimonials or references) can you provide to

backyourclaims? What are some of the limitations, obstacles, or influencing

factorsyoumightface?Howcanyouworkaroundthese?


PERSONALSTORYAMarketingDisaster

byWayneLeeMostpeoplewhoaresuccessfullearnbytheirmistakesandtheirfailures.JubileeDisaster 98wasagreat learningexperience forme. Irentedthe Jubilee Auditorium in Edmonton, Alberta by partnering withanotherentertainer. WemarketedtheshowastheAttackoftheKillerComedians. Withoutresearchingpossibledateconflicts,weproceededwithourplansonlytodiscoverthattheshowfellonGreyCupSunday(oneofthelargestsportingeventsinCanada).Sincewehadplannedondeliveringagreatshow,weassumedthatpeoplewouldjustcometotheshowwithouthaving toactivelymarket to them. Wewereverynaive.As the show datewas drawingnear,wenoticed that ticketswerenotselling, sowe bought thousands of dollars of advertising on the radio.These radioadsproduced some interest,butwe endedupgivingawayhundredsofticketstofilltheseats. Wefilledaquarteroftheseatsandtheperformancewentwell. After theshow, Irealized thatwehad lostthousands of dollars. I learned that in show business, you cannotneglectthebusinesspartoftheshow.Whenproducingashowonyourown,therearemanyfactorstoconsider,includingthefollowing: Determine the objective of putting on the event (i.e. publicity,money,productsales,fundraiser,etc.).

Developastrategyandplantoachieveyourgoal. Chooseanappropriatedateandtimefortheshow.Determineifthereare any conflicting events or holidays on or near the date of yourperformance.

Developmarketingstrategiesthatwillreachyourtargetmarket. Budget forallmarketingactivities,venuerental,productionrental,andothermiscellaneouscosts.


Ensure your ticket sales cover your costs. When determining theticketpriceoftheshow,rememberthedemographicsofthepeopleyouaretryingtoattracttotheshow.

Advertisingcostsshouldnotexceedtherevenuestheywillproduce. Identifyatitle fortheshowthat isconsistentwiththetypeofshowbeing offered. The title Attack of theKillerComedianswasnotsynonymouswith the type of performance being offered. The titlesuggestedthatcomedianswouldbethefocusoftheshow;advertisingmyownbranding WayneLeeTheHipNotist,wouldhavebeenmoreindicativeofthetypeofshowwewereproviding.

Donotletegosgetinthewayofsoundbusinessdecisions.Althoughpeople enjoyed themselves at the show, the reality was that ourplanning and marketing efforts were poor, and that we lostthousandsofdollarsbecauseouregoswantedtoplayinaprestigiousvenue.

Thisexperienceservedasavaluableguidetoavoidingsimilarerrors inthefutureandtoplanningmoreeffectively.Youcanlearnagreatdealbystudyingthecompetitioninordertoimprove your marketing efforts. Your competition is a goodthing. Itforcesyouto improve,tobecreative,andto learnfromthem. Ask yourselfwhat you candodifferently or better thanyour competition is able to do. Thiswill keep you focused oncontinuous improvementofyour serviceorproduct. Avoid themindset of, Oh, there are already too many magicians andhypnotists.Instead,believethatyouareabletooffersomethingunique and beyond what the competition can offer. It isimperative thatyourmarketing strategy takes intoaccountyourcompetition. Research your competitionwithin yourmarket todeterminetheirstrengthsandweaknesses.Whatdoyouofferthatyourcompetitiondoesnot,andwhatclearlysetsyouapart fromthem?Whatwillmakepeoplechoosetoworkwithyouinsteadofyourcompetitors?Whatcanyoudotoimprovethepossibilityofthishappening?

Knowing Your Competition


It is good to check outwhat the competition is doing every sooften,butdonotdwellonthem.Instead,focusonyourself,yourown business, and your own marketing message. A lot ofvaluable time can be wasted by continually studying yourcompetition. To focus on their successes and failureswill onlytakeenergyand focusaway fromyourownshowandbusiness.Study your competition and see what you can learn, and thenapplyittoyourownbusinessandmoveforward.Positioning is all about how you want to be known in themarketplace. It is equivalent to yourperceived status in yourmarket.Doyouwanttobeknownforthecontentofyourshow?The entertainment value you provide? The quality of yourperformance? Thepersonyouare? Positioning iswhatsetsyouapart from others. It is the foundation of your promotionaldesign,yourpromotionalactivities,yourcustomerrelations,yourpublic image,andyour identity. Unlessyouarerestrictedbyanextremelysmallperformanceregion,positioningyourselfwithinasingleareaofspecializationcanhelpbringyoutofinancialsuccesssooner. Spend time thinking about and developing yourpositioning and where you want to be in relation to yourcompetition.Averybigpartofpositioningisdevelopingyourbrand.Abrandissomething instantlyknownandrecognized. It is the image inthe marketplace you want to portray. It needs very littleexplanation. Yourbrandwill createanemotionalattachment toyour company and services. The Worlds Greatest HypnotistwillbrandanimagedifferentlythanCutsietheClown.Onceyoubrand yourself and become popularwith that brand, itmay behard tobreak,similar toanactorbeing typecast. However,youcan establish different images for the differentmarkets you aretargeting. Sendout the rightmessage toyour targetaudienceknow what you want, and brand yourself differently from therest.Yourbrandwillhelpyou standout fromyour competition andenableyou to launchnewproductsor services ina shorter timedue to the trustand recognitionassociatedwith it. Yourbrandcreates your identity. It can be determined by your logo or

Establishing Your Market Position and

Brand


symbol, your own name, your company name, your productname, your slogans or taglines, your choice of color, yourpromotionsandpackaging,oryourqualityof service. Waynestagline is WayneLee theHipNotist. It isunique tohim, it isrecognizable,andhasservedhimwell. Yourbrandissomethingyoubuildovertime. Alongwithyourreputation,itisabigpartofpositioningyourselfandyourbusinessinthemarketplace.Individual consumers are inundated with advertising messageseveryday. Most people try to block out thesemessages. Yourdifficultroleasamarketer istopenetratethemarketplacethat isovercrowdedwith sellers,andpenetrate the consumersbarriersinordertoeffectivelygetyourmessageacross.Yourchallengeasanentertainerinthismarketplaceistogetyournameouttheresoyouknowyou arebuilding credibility. Another challenge is tochange peoples perceptions and to create positive firstimpressions that become ingrained beliefs. This is where yourUnique Selling Proposition (USP) comes into play. The USPconcept first appeared in the 1950s, but it is an even moreimportantmarketing approach todaydue to the everincreasingpopulationofconsumersand thegrowingnumberofbusinessescompeting forpeoplesattention. YourUSPwillhelp tocapturetheattentionofyourtargetaudienceandmotivatethemtoaction.Tohaveauniquesellingproposition,themostbasicrequirementisthatyoupositionyourselfapartfromeveryoneelse. Youhavetobeunique,andyourservicesandcompanymustbe(orappearto be) distinguishably different than your competition. Even ifyourproductorserviceisverysimilartowhatyourcompetitionisproviding,youmust find somethingyou canoffer that setsyouapart from therest. Ifyouareunable to findsomethingunique,then this is where you need to start; you need to work atdeveloping a uniqueness you can call your own, or thatdistinguishesyouasbeingdifferentandaddingmorevaluethanyour competitors. Youwant to shape thewayyourbusiness isperceivedbyyourprospective customers in comparison to theirperceptionofyour competition. YourUSP is synonymouswithpositioning and branding. You are sellingyourself and yourshowbyestablishingyouridentityandtheperceptionofyourselfandyourbusinessintheeyesofothers.

Defining Your Unique Selling Proposition (USP)


Your unique selling proposition must be directed to yourcustomer. Itneeds to be compelling so it causespeople topayattentionand tobemotivated tobuy theserviceorproductyouareoffering. ThroughyourUSP, the featuresofyour show areturnedintobenefitsforyourprospects.Forexample,theintrigueof magic and hypnosis becomes entertainment value for yourprospects. Some people will have misconceptions and biasesabouthypnosisandmagic.ThroughyourUSPyouneedtoprovehowmagic,hypnosis,orbothwillbenefittheirevent. YourUSPneeds to portray a positive message that these are safe, cleanactivitiesthatcanprovidepositivebenefitstoyourclientsevents.So, in thinking about your USP, you need to ask yourselfquestionslike:Whywouldmyprospectwanttofeaturemagicorhypnosisattheirevent?Whatsetsthisapartfromother,differenttypesofentertainment?Whatarethepositiveoutcomesfrommyshow?Thisinformation,combinedwiththeuniqueaspectofyourshow,willformthebasisforconstructingyourownUSP.A trulyeffectiveUSPwill reflect thatyouare the firstor onlyoneabletodosomethingorprovidesomething. Thisisamajorpartofmakingyoursalesmessageunique.Mostpeoplefeelthatbeingfirstmeansbeingbetter.Therefore,bybeingfirst,youwillneedtoclaimthatyouhavesomethingyourcompetitiondoesnothave. This is especially true if you are fighting for themarketshareofamajorcompetitor.Bythinkingcreativelyyoucouldfindorcreateyourownnewmarketstopioneer.YouwillbethefirsttoenterthesemarketswithatrulyuniqueUSP. CraftingacompellingUSPisanartthatcommunicatesbothyoursales message and the notion that additional value will bereceivedbyengagingyourservices.Yourchallengeistocreateafocused message that gives you a positive identity whiledemonstratingahigh levelofconfidence. Youarechallenged toensureyourUSPfulfillstheneedsofyourpotentialclients,whilepresentingabettervaluethanyourcompetitionisabletodeliver.WayneLeesUSPisAneveningofnonstoplaughterandashowyouwillneverforget! WhenWaynefirstdevisedhis individualUSP,hestartedbyconcentratingonwhathisspecialtywaswithregard to hypnosis, and found his USP flowed very well fromthat.First,hehadtovisualizewhohewassellingto.Hedidthis

Developing Your USP


by concentratingonunderstandinghismarket,what themarketvalued, and what it was seeking from entertainers. Waynedetermined and listed all of the features ofhis show. Next,hespenttimeturningthatlistintoasetofbenefitsforthecustomer.Whatwouldtheygetoutofhisshow?Howwouldtheirproblemsand desires be addressed? Then he had to think about whichbenefitswould actually excitehisprospects. Following that,hetried to determine whether customers would perceive these asbenefitscomparedtowhatwasbeingofferedthroughtheUSPsofhiscompetition. Whatbenefitshadhiscompetitionneglected toadvertise?Itwastimetothinkabouttheaspectsofhisshowthatmadehimunique.Wayneneededtomakeanimportantdecisiononwhichaspects(quality,price,orservice)tofeatureinhisUSP.Atthispointhedeterminedthatthestrongestanglefromwhichtofocus his USP would be quality. This entire creative processresultedinthedevelopmentofWaynesUSP,Aneveningofnonstoplaughterandashowyouwillneverforget!Now that you have a USP to call your own, it is time toincorporate it into yourmarketingmaterials. Use it freely andconfidentlyoneverymessageyou issueandoneverydocumentyou publish. Make sure it is clearly visible in your emailsignatures, your advertisements, and in all of the variouscomponentsofyourpromotionalpackage.ByapplyingyourUSPeffectivelyyouwillbenefit from the impact itwillhaveonyourprospectsandyourclients.At all times youmust be able to backup and justify yourUSPwith the utmost confidence. Are you able to say you are theWorldsGreatestMagicianortheWorldsFastestHypnotist?What validates these claims? Whatmakes you so great or sofast? Remainconstantlyawareofyourtalentsandofwhatyouare offering your clients. What do you have that will supportyour claims? When you are able to back up your claimsconfidently,your statementsbecome true. Aswementioned inother sections, testimonials from previous clients can create thesocialproofofthevalidityofyourUSP.Neveroverlookthevaluethattestimonialsprovide.Finally,ifyoucannotdeliveryourUSPwithconfidence,changeit!

Benefiting from Your USP


PERSONALSTORYNameRecognition

byWayneLeeTo develop name recognition, you need to do two things: have aprofessional and highquality show, and develop ways for people toremember yourname. Howmany times have you heard a client say,Oh,wehadahypnotistlastyear,butIcantrememberhisname.Youdonotwantthistohappentoyou.Howdoyougeneratenamerecognition?Theanswerisinwhatyouofferandprovide that isdifferent. Brandyourself soyourname standsoutand so you offer something unique. For instance, there are somehypnotistswhoclaim theyare thebestor fastest in theworld. This isvery bold, but if they are able to back it up, then itmay be a verypowerfulbrand.Withinmyhypnosisshow,IusedtogiveaposthypnoticsuggestionthatwheneverthoseonthestagehearWayneLeeforthenextfiveminutesaftertheshow,theywillstandup,shaketheirhipsandshoutoutIlikethatguy!Thisbuildsmynamefamiliarityandprovidespeoplewithachancetosaymyname,hearmyname,andrememberitaftertheshow.All literature leadingup to the show and at the showwill featuremynameandpicture. Thiswillbuildexcitement formyshow. Onceyouhave developed a brand, it is important you are consistent in yourpromotionandcorrespondencewithclientsandtheaudience.Manywouldsaythathavingafocusonthecustomeristhemostbasic and fundamental requirement for successful marketing.This means having a total understanding of your customersneeds and expectations and working hard to exceed them.Peopledonotreallycareaboutthenewestmagictrickyoucando,or thenumerousawardsyouhave received. What theydocareaboutmostiswhatyoucandoforthem.Whatcanyouofferyourtargetmarket that isofvalueand interest to them? Youneed toknowyourserviceorproductextremelywelltobeabletomarketitinawaythatwillmeetyourcustomersneedsandexpectations.

Focusing on Your Customer


Inordertosucceedinyourmarketandyourbusiness,youneedtopresentmoreandbetterbenefits toyourprospectiveclients thanyour competitors will. Be creative with your marketingtechniquestostayatleastonestepaheadofyourcompetitionandyour prospects expectations, but never make promises youcannotkeep.Haveapositive,targeted,andfocusedmessage,andtry to keep it as simple and crisp as possible. People will beattracted towhat you are passionate and enthusiastic about, soyouneedtomaintainanupbeatandprofessional image. Donotlet negative, disempowering thoughts get in the way of yourmarketing efforts. If your thoughts begin to dampen yourmotivation and enthusiasm, then your marketing efforts willsuffer.Know who you are marketing to, and do not try to market toeveryone. Byblanketingeverymarket,youwill loseyour focusand grasp on your chosen niche. If you are a childrensperformer, for example,market to thedesiresof the children aswell as theirparents. The childrenwill influence theirparents,therebyboostingyoursalesforchildrensshows.Makesureyourwebsiteischildfriendlyforthispurpose.Planyourmarketingstrategiesbackwards. Askyourself: Wherehave I performed that Iwould like to perform at again? Whobookedtheentertainment? Howdidtheygoaboutbookingme?Wheredid theyhear aboutme? Howdid I target thismarket?Could I repeat this strategy with another client? Use yourimagination andyouwillbe able to see the requiredmarketingstrategies by starting at your target andworking backwards todetermineyourstrategies.Plantoreview,measure,andrecordallaspectsofyourmarketingefforts. Thiswilltakeabitoftimebutwillbeofgreatvalueandassistanceinhelpingyoutodecidewheretofocusyoureffortsinfuturemarketingpromotions.Your niche in the market may be defined narrowly or it mayincludeawidervarietyofmarketgroups. Ineithercase, fromapromotion perspective we believe it is helpful to break yourcontactlistsintosmallergroupssoyourtargetsaremorespecific,

Targeting Your Marketing Efforts


makingyourpromotionsmoreeffective. It is importantyouareable to mentally picture the person who will be opening yourpromotionalpackage. Whoare they? Whatdo theydo? Whatfield are they in? What aspects of your service or product arerelevant to them? What are they looking for in an entertainer?What would capture their attention the most? Think carefullyabout who you are marketing to, and tailor your materialsprecisely to what this person or group will pay attention tonothingmore,nothingless.The lawofaveragessuggeststhatthemorepromotionalcontactsyoumake,themoresalesyouwillget. Promotionscanbeintheformof calls, letters,mailings, faxes,promotionalpackages,andsoon. Areyoumaking some formofpromotional contactwithsomeofyourprospectseveryday? Areyoudoingresearchandstaying abreast of the current events and news in your area ofexpertiseandinthemarketsyouaretargeting?Thiswillhelpyoutocontinuallysharpenandtargetyourpromotionalmaterialsandtoreflectyourowncontinuedgrowthinyourentertainmentfield.Theaverageperson is exposed to3,500marketingmessagesperday,displayedor transmittedby television,radio,billboards, theInternet,and soon. How can amagicianorhypnotist competewith thisvast amountof advertising? The answer lies inbeingrelentlesslyinnovativeinyourapproach,byusingawidevarietyofpromotionaltechniques,andbyneverlosingsightofwhoyourtargetmarketis.Youwillfinditisnotadvertisingpersethatwillbring you the best returns, but an effective combination of thetechniques discussed in this book. Our belief is that the bestresults come from awelldesigned and targetedmarketingplanthat relies on a tailored blend of referrals, prospecting,networking,promoting,advertising,andselling.A fundamental and critical part of your target marketing andpromotional material is your headline. Having a meaningfulheadline, whether it is for a marketing letter, brochure, orpromotionalpackagewillgreatlyimprovethereadershipofyourmaterialandwill captureyourprospects interestandattention.A headline has been referred to as an ad for an ad. It is likelooking through the newspaper. The first items read are the

Business has only two basic functions

marketing and innovation.

~ Peter Drucker ~

Developing Your Headline


headlines. If a headlinedoes not grab your attention then youwouldnotreadthefullarticle.Thesameruleappliestoyourownheadlineandyourmarketingmaterial. Ifyourheadlinedoesnotdrawattention, the chancesofyourbodyof textandyour salesmessagebeingreadareveryslim. Inanymarketingmaterialthesinglemostimportantaspectistheheadline.Your readerneeds to immediatelyunderstand and comprehendwhatyouareoffering.Therefore,yourheadlineshouldeffectivelydistinguish your specific audience, for example, For festivalentertainment directors looking for the perfect solution to nextyearsentertainment lineup. Sincemanypeoplewho readaheadlinedonotactuallygoon to read thebodyof themessageyou should try to sell your service right in the headline: ForfestivalentertainmentdirectorslookingfortheperfectsolutiontonextyearsentertainmentlineupyourentertainmentproblemscanbesolvedbySheldonCasavantProductions.Your headline needs to contain a compelling benefit for yourprospects. Do this by appealing to the specific needs of yourtargetaudience. Youcanalsocreate intriguewithyourheadlineto make them want to read the rest of your text. This can beachievedbyaskingaquestionintheheadline,tocausethereaderto think andwonder aboutwhat theywouldbemissing if theydidnotgoontoreadtherestofthepiece.The choice of words in your headline is absolutely key. Yourname can be part of the headline, but it cannot comprise themajority of theheadline. TheMagic of JohnDoedeliversnobenefitwhatsoever to the reader, nor does it say anything thatactually promotes John Doe. Always use the words You orYourtofocustheattentiononthereaderandtoappealtotheirneeds. Never use the words I and We as these willimmediately take away from the readers importance and causethem to tuneout. Onlysimplewordsshouldbeused;keep toagradesixreading level. Iftheaveragepersonwouldnotusethewordsinregularconversation,thenleavethemout.Itisdifficultforanyonetofocusoncomplexwords,especiallywhenthegoalistocapturethereadersattentionveryquickly.


Wordstoavoid: Bad Buy (UseInvest) Contract Cost Deal Death

Decision Difficult Fail Failure Hard Liability Loss

Obligation Responsibility Sell Taxes Worry Wrong

Choosepowerfulwordswithapositivepsychologicalresponse: Advice Alternative Benefits Discover Easy Fast Free Fun Gain Happy

Howto Introduce Love Magic Natural Now Precious Proud Proven Right

Safe Sale Save Secret Solution Suddenly Value You


CHAPTER 6 BUILDING YOUR CLIENT BASE Prospecting isakeymarketingactivity. It issomethingyouwilldoonacontinualbasis.Itcanbeaverydeliberateactivitybasedon your marketing plan, or at times it can take place veryinformally,andevenonacasualbasisdependingonyourchosenstreamforprospecting.Thereareseveralwaysyoucanattractprospects. It is importanttomake sureyou are employingmultiple streams andmethodsfor attracting yours. The fewer streams or avenues you use toattractbusinessprospects,themorevulnerableyourbusinesswillbe.Ifyourelyonlyonwordofmouthtogeneratenewbusiness,itwillbedifficulttocreateanycontroloverthelevelofmomentuminattractingnewcustomers.Become familiar with the following three basic rules forprospectingfornewclients.Thesearefundamentaltothesellingprocess and will serve you well, regardless of the prospectingstreamyouareusing:

Far and away the best prize that life offers is the chance to

work hard at work worth doing. ~ President Theodore Roosevelt ~

Prospecting for New Clients

1. Be aware of the return on investment (ROI) of yourprospectingefforts.Thisreferstotheamountoftime,energy,ormoneyspenttodevelopaclientvs.thepotentialamountofmoney tobemade from thatclient. Investwiselywithyourresources.

2. Alwaysshowmoreinterestinyourprospectsandtheirneeds

thanyoudoinyourself,yourskillsandabilities,oryourshow.


3. Yourgenuineenthusiasmaboutwhatyoudoiswhatwillsell

yourserviceorproduct.Yourenthusiasmwillspreadtoyourprospects and they will become enthusiastic about workingwithyou.

Strivetomakeanemotionalconnectionwithallofyourprospects.Building and maintaining trust is probably the single mostimportant aspect of your business. Trust comes first thenincreased sales. Develop a high level of trust by attractingcustomers,ratherthanbychasingthem. Donotpushforthesaletooquicklywithanewprospect. Everyprospectwillmoveatadifferentpace. Bymoving too fast,youcouldscare themoff forgood. Learn to think likeyourprospectand to putyourself intheir shoes toknowwhereyou can improve and toknowhowbesttoapproachthemforthesale.Be creative in finding new ways to seek out prospects. Youcannot build a business on waiting for them to find you! Forexample, set a goal to talk to 25 new prospective clients eachweek. That is only five callsperday, and these contacts couldmakeabigimpactonyourmarketingefforts.Trysettingresultsorientedgoalslike,Iwillbook25showsthismonth.Inordertoachieve this goal you will need an actionoriented marketingapproachsuchas,Iwillcalltennewprospectiveclientsperday.Itisonlythroughdirectactionssuchasthesethatyouwillachievetheresultsyouarelookingfor.Where will you find the names of potential prospects you cancontactbytelephone?Partofyourjobinprospectingistodoyoursleuthing and to be creative in seeking out these contacts. Thesources are limitless. You just need toput in the effort to findthem.Hereareafewsourceswehavereliedheavilyon: thetelephonebook,especiallytheyellowpages, eventplannerscontactlists, referralsfromothers, purchasedlistsoforganizations,businesses,etc., namesofpeoplewhohaveshowninterestatourshows, listsofChamberofCommercemembers, listingsofregionalfairsandexhibitionsassociations,

CHAPTER 6 BUILDING YOUR CLIENT BASE 21

schoolboardlistingsofschools, Internetlistingsofbusinessesinourregion, BetterBusinessBureaumemberslistings,and theInternettosearchourspecificmarket.Donot assume that the onlyway to reachyourprospects isbytelephone. We regularly use all of the following methods ofcontactingourprospects. Youshouldnotoverlookanyof thesemethods. Again, different prospects need to be handled indifferentways: directmail, inpersonvisit/businesslunch,etc., fax, email, ourwebsite,and ouradvertising.Neverassumeyourprospectsknoweverythingaboutyourserviceor product. Without informing them, how could they know?Makesuretheyknowhowyourserviceorproductwillsolvetheirproblemsandmeettheiruniqueneeds.Youneedtobeattunedtothe reasonswhy yourprospectswould take the time to look atwhatyouhavetoofferthem.Thereareasmanyvariedreasonsasthereareprospects. Whywouldyourprospectsbe interested inyouand/oryourserviceorproduct?Followingareafewpossiblereasons: tomakeorsavemoney, tosavetime, forconvenience, foranassuranceofquality, forenjoyment,and/or forcuriosity.Whenprospecting,youneedtofindvalueandbelievecompletelyinyourserviceorproductinordertofeelconfidentinpromotingittoothers.Ifyoudoubtinanywaythevalueofwhatyouhaveto offer, your potential for success atmarketingwill be greatlyreduced. Donotgiveup tooquicklyonprospectswhoseem tohaveonlymarginalinterest.Repetitionisessential.Makecontact


again at a laterdate tomake a followuppitch. Perhapsuse adifferentmethodof contacting them thenext time. Youwillbemoreawareoftheirneeds,andbetterequippedtoappealtothem.Itisnotthequantityofprospectsyoureachthatmattersmost;itishow often you connectwith them, the quality of yourmessageandtheindividualprospectsoutlookthatmakesthedifferenceinyourrateofsuccess.Thetelephonewillbeyourmostoftenusedmethodofcontactingyourbusinessprospects.Ourfirsttipistoalwaysmakesureyouare calling people who are at least somewhat likely to beinterestedinwhatyouhavetooffer.Randomtelephonecallswillnotsellyourshow,buttheywillannoyalotofpeople.Sincethetelephoneissuchanimportanttoolinmarketingitmustbeusedcorrectly,likeanyothertoolshouldbeused.Talkwithasmilewhenyouare talkingon thephone. Itwilladda happysoundtoyourvoice.Ifyouareworkingoutofyourhome,installaseparate business linesoothermembersof the familydonotanswerthesecalls.Havingyourchildoranotherfamilymemberanswer the phone and yell out for you, or take amessage andforget to give it to you will lead to a very unprofessionalappearancetoyourprospectsorclients.Thesesituationsmakeitworthmovingtoaseparate lineforyourbusiness. Besureyourphoneislocatedinaquietroominyourhousesoyoucanbeawayfromnoises orpeople that causedistractions orgive thewrongimpressiontoyourcallers.Coldcallsinvolveapproachingapotentialclientcompletelyoutoftheblueinordertobookashow.Nevertrytosellonthefirstcall. Thiscall ismeant togather informationabout theprospectandtoaddthemtoyourcontactlistormailinglist.Throughthiscallyouhavestarted tobridge thegap,becauseyounowhaveacontactyoudidnothavebefore.Nowyouareabletosendthemapromotionalpackageiftheyareinterestedinseeingone.When prospecting by telephone, we have found it can bebeneficialtoworkunderacompanyname,ratherthanusing justyourpersonalname.Thismakestheprospectfeelasthoughtheyaredealingwithanentirecompanythatlikelyhasagooddealof

Prospecting by Telephone

Never take a No from a person who does not have the

authority to say Yes. ~ Unknown ~


established credibility, rather than with an individual. Thisreflectsprofessionalismand canbuild trust inyourprospect. Ifyou senseyourprospect is interested inmaking abooking,youcansay,Icanpencilyouinandholdthatdateforyou.Lateron,youcancallthembackindicatingthatdatesarefillingupfastandyouneedtofirmuptheirbooking.Youcreateurgency.Itshowsthereisdemandandscarcityinwhatyoudo.Thecredibilityyouhaveestablishedwithyourcompanynamewilloftenbethefactorthathelpstoclosethedealwiththeprospect.Donotbeafraid to leavemessages fornewprospects;however,do not leave multiple messages. You will be viewed as anuisance. Keepdetailedrecordsofyourcallssoyouknowwhatyousaidyouwoulddo,whattheysaidtheywoulddo,andwhenyou said you would call them back. Several different contactmanagement software packages are available to aid you in thisprocess. A simple telephone message book is also essential.Peoplemaystillbeinterestedinyouoryourserviceseveniftheydonot immediatelyreturnyourcalls. Bepatient,andgive themanothercalltostayincontactwiththemifthewaitisexcessive.Always take detailed notes when talking to a prospect on thephone. Youwill be able to remember their reactions and keeptrackofwithwhomyouhave talked. Finishwritingyournotesafteryouhangup, andmake sureyournotes are complete andlegible before putting them away. You will thank yourself forkeepinggoodnotes thenext timeyouwant tocall thisprospect.[Refer to Appendix F: Booking Information (Sample 1) andAppendixG:BookingInformation(Sample2).]If, after talking with you, a contact decides they cannot affordyour showorhasother reasons fornotproceeding, stilloffer tosendyourpromotionalmaterials for their future consideration.Alwayssayyouareinterestedinworkingwiththeminthefuture.Neverdismissaprospectcompletelyunlesstheytellyouto. Wehave found that sometimes theywill callyouback, even if it isonly toprovideareferral tosomeoneelse. It issurprising thiscan be up to two or three years after your initial contact withthem. Justbecause aprospect cannot affordyour servicesdoesnotmeantheydonothaveaninterestinyourshow.Thispersonmaystillbecomeanadvocateandreferotherstoyou.Sendthem


informationonyourshowandyourservices.Youcanevenreferthem to otherperformerswho aremore in linewith theirpricerange. You can say, A year from now, if you have a largerbudget,Iwouldlovetoworkwithyou.Youcanfollowupwithan email containing your information, or send them apromotionalpackage.Whentheyopenupyourpackageandseeyourmaterialstheymaythink,Wow,maybeweshouldbookthisperformernexttime!Occasionally, you will receive leads over the telephone. Thesepeoplewhoarecontactingyouhavesomelevelofinterestinwhatyouhavetoofferthem,even ifonlyaminor interest. Besuretorecord their name and contact information very carefully. Youwill definitely want to make further contact with theseindividuals,even if their levelof interestseemsvery low. Afterall,theycontactedyouforareason,evenifthatreasonisnotveryobviousrightnow.Prospectswhocallyouarewortheverythingthatyoucandotoclosethesale. Besuretofollowthroughwiththem,usingthemarketingstrategiesyouhavedeveloped.Donotletthemgetaway.

Themoreleadsyougeneratefromincomingcalls,thebetter.Thisis where a toll free number can be highly beneficial to yourbusiness.Inourownexperience,ourtollfreenumbershavepaidoffwhenaiming toperform inother regionsorcountries. Theyhave several advantages. As an example, they make yourbusinesslooklikealargercompany,assmallcompaniesoftendonot offer toll free numbers. By having a toll free number, itdemonstratesthatyouareinterestedinnewbusiness,andyouarepreparedtoperformnationallyandinternationally.Thepricesfortollfreelineservicesarecontinuingtoimprove.Currently,inourregion,thebaserateforatollfreenumberisaround$8permonthwithaverylowperminuterate.Ifyoualreadyhaveanotherlineinstalled,therewillmostlikelynotbeaminimumbaserate.Withthesekindsofrates,whywouldyounotofferatollfreeservicetoyourprospectsandclients?Networking is about recognizing that everyone is a potentialclient,and taking theopportunity to tellpeopleaboutwhatyou

Networking


do. It isakeycomponentofyouroverallmarketingstrategy. Itlets you be your own promoter, delivering your own keymessages, while allowing people to meet you and see forthemselveswhatyouhavetooffer.You will constantly find yourself in situations that are greatnetworking opportunities, includingmeetings, social gatherings,luncheons,etc.Someofthebestnetworkingopportunitiescanbefoundwith the localChamberofCommerce,ToastmastersClub,RotaryClub,andLionsClub.Serviceorganizationssuchasthesearewhereyouwillmeetveryinfluentialpeopleinthecommunityor inbusiness. Anotheravenueworthexploring ismeetingandspeakersassociations. MeetingPlannersInternational(MPI),forexample, isagreatorganization to joinandnetwork through,asyouwill come in contactwith several important eventplannerswho have a great deal of influence over decisions aboutentertainersforkeyevents.Withsomeoftheseorganizationsyoucaneitherbecomeamember,oryoucanattendthemeetingsasaguest. Either way, the networking opportunities are there inabundance.Yournetworkispreciselythataninterwovenwebofpeoplewhoknowabouteachotherandareawareofwhateachotherdoesandwhattheyhavetooffer.Youmaynotknoweveryonewithinthenetwork, but information about you will spread quicklythroughoutthenetworkasitgrowsandexpands.Besuretotakeevery opportunity to network. People in and around yournetworkwillbecomeyouradvocates,allies,andclients.When trying to make new networking contacts, sit, talk, andmingle with people you do not know. Often, we tend to stayaround the same people or groups. But your purpose atnetworking events is to branch out andmeetnewpeople. Themore of these events you attend, the better you will be atintroducingyourself tonewpeople, andyouwill improveyourability to strike up a conversationwith a possible future client.Try tomeet asmany people as you can, but do not try to sellanythingonthefirstmeeting.Yourgoalistomakecontact,collectinformationabout them,and toprovidesome informationaboutyourself. You will then follow up at the appropriate time toimplementotheraspectsofyourmarketingstrategy.

Dig your well before youre thirsty. ~ Harvey MacKay ~


An important tip tokeep inmindwhilenetworking is toobtainbusiness cards from those you networkwith. Do not just givethemyourcard.Youhavenocontroloverwhattheywilldowithit. Hopefully, itwill join their collection of future contacts,butthat cannot be guaranteed. By obtaining their cards, you nowhavecontrolofanyfuturecorrespondencethattakesplace.Referrals are all about finding new contacts and prospects byhaving prior clients and other advocates refer your services tothem. Word ofmouth advertising by supportive advocates isdefinitelyoneof themostpowerful formsofmarketing thatcanoccur. Our experience hasproven this to be the case over andoveragain.Advocateswillcutdownonyourmarketingcostsbypassingonyournametoanyonewhoisevenmildlyinterested.Recognizethosewhorefersomeonetoyou.Thinkofwhatwouldhappen if everyonewho referreda show toyouwere to referasecondorthirdshow.Thiswouldresultinameasurableincreasein business (and future referees). You need to remember themwith your thanks and appreciation for what they do. Send apersonalandcaringthankyoucardorletteroranunexpectedgiftimmediately to thosewhohave referredanewclient toyou. Inaddition, you could thank them over the phone, send themholiday cards, periodic emails or postcards, or perhaps enterthem into your preferred client draw. Yes, by periodicallyselectingaclienttorewardwithaprizeyoufurtherincreaseyourprofileandgoodwillasaperformer.Youwillbeabletogaugethesatisfactionandenthusiasmofyourpriorclientsthroughtheirreferrals.Theywouldnotreferyoutotheir friends or business associates if they were not 100%impressed with your performance and your services. There issupport from research showing that an average adult consumercan influence the buying behaviours of 52 other adults. Thisevidence suggests thatone clienthas thepower tobringyou52additionalclients.Justthinkofthepossibilities!Whenrequestingreferralsfromyourpastclientstheeasiestwayistosimplyaskforthem. Anothermethod is toprovidean incentivefor them tobeyouradvocate,suchasagiftcertificate,afreegift,orapercentage

Gathering Referrals


off their next show booking with you. Never miss theopportunitytoaskyourclientsforreferrals.Reference letters from prior clients are a powerful part of yourmarketing strategy. You can use and reuse their letters ofreference innumerous situationswhereyouaremarketingyourshow,promotingyourbusiness,orpursuingnewclients.Besuretoaskyourclient touse theircompanysstationeryor letterheadwhen writing you a letter of recommendation. This will addmuch in terms of recognition and instant credibility to theirreference.Sometimesyouwillneedtofollowupwithyourclientstoremindthemaboutyourreferenceletterrequest.Bepersistent.Continually enhancing your promotional package with currentreferencesisimportant.Therewillbetimeswhenyourprospectswillwanttocontactoneormoreofyourpriorclients todiscuss their levelofsatisfactionwithyourservices. This isespeciallyhelpful ifyourpriorclientrepresents a reputable company or other organization in yourtargetmarket. Prospectswill recognize the companyname andfeelcomfortablehiringyouifyourreferencetellsthemyourshowwasterrific. Ifyouaskyourclienttobeusedasareference,ourexperienceshows thatyoushouldgiveout theirnamesparinglytoprospects.Iftheyreceivetoomanycallstheywillbegintogetannoyed.Also,ifyouaregoingtouseyourclientasareference,make sure you have asked them and have received theirpermission to do so. If not, they may sound confused whenapproached by your prospect. Youwould notwant to place avalued client into this situationwhen it could have easily beenavoidedbysimplyrequestingtheirpermissionaheadoftime.You can receive referrals frommany sources beyond your pastclients by setting the stage for yourself to receive numerous,ongoingreferrals. Todo this,youcould, forexample,developarelationshipwithcertainorganizationsinyourareasuchaspartystores, daycares, restaurants, and schools. (Be careful whenmarketinginschoolsbecauseinsomeplacescertainmethodsmaybeillegalorfrownedupon.)Bydoingsomethingspecialforthem,like a freemagic show, they could refer their clients or similarorganizations to you whenever they are looking for a uniqueperformer. Toystoresaregreatplaces toestablisharelationship


with, especially for booking kids shows. The possibilities areimmensewhenorganizationsteamupandlookoutforeachotherinthisway. Sheldonhasreceivedseveralnewclientsinthepastbecausehishair stylistbecamehis advocate. Hair stylists are agood source of referrals because they spend all of their time indirectconversationwith theirclients. Thismakes itveryeasy tospreadthewordquickly.Another interesting type of referral situation is to develop apartnershipwithanotherentertainerinyourareawhomyoutrustand admire, and are not in direct competition with. Freelyrecommendeachothersservices. Ifyouareunavailable todoashow or your client is looking for something different, anotherreliableentertainer isable tostep in tohelpout. Itsawinwinwinsituation:youhavehelpedoutyourclientbyrecommendinganother entertainer, the entertainer is given a performingopportunity, and you know the favour will be returned in thefuture.Aswementionedearlier in thissection,wordofmouthreferralsareoneofyourmostpowerfulandeffectiveformsofadvertising.Peoplewillpass alongwhat theyhear. Word ofmouth is alsostimulatedandgeneratedby themedia. Ifyoucanfindways toget some publicity through radio, television, or the newspaper,thiswillhelptogeneratewordofmouthreferralsforyou.

PERSONALSTORYYourExistingClientsareaGoldmine

byWayneLeeMany entertainers want to conquer new territories and attract newcustomers.Intheprocess,theytendtoneglecttheirexistingcustomers.WhatIhavelearnedisthatyourexistingcustomersareverywillingtorebook shows, aswell as to referyou tomany otherprospects. AfterperformingforafewconstructionassociationsinAlberta,Canada,wordofmouthfromtheseclientsresultedinmyperformingforaconstructionorganization in Oregon, USA. After doing a followup with theassociation, I received numerous contacts from companieswithin thisassociation. Touching base with these companies has resulted in anupcomingperformanceinHawaiiatChristmastime.


Ittakesalotoftimeandefforttobuildrelationshipswithclients.Onceyou have established a relationship, satisfied clients are usually verywillingtopassonyourinformationtootherorganizations. Itcreatesadomino effect; referrals can lead to shows,which lead tomore referralsandmore shows. Hundreds of shows have comemyway because ofreferrals.Whenyouperformforanassociation,notonlydoyouhaveagoodchanceofperformingforanotherassociation,buteachassociationismadeup ofmultiple businesses that could bepotential clients. A fewyears ago, Idid a show for theMotorDealersAssociation ofAlberta.Thissingleshowledtotenothershowsfromdifferentdealerships.Make sure thatwhenyouareat these showsyougather theprospectscontact information. Develop an organized client and potential clientlistingsoitiseasytocontacttheminthefuture.Ifyourelyonthemtogiveyouacall,youwillbegreatlydisappointed.Youhavethegreatestinterestinworkingwiththeminthefuture,soyouneedtobeproactivein giving them a call and staying in touchwith them by sending outnewsletters,postcards,etc.Your show is an extremely powerful opportunity for you tomarket yourself, and your unique capabilities. Where elsewillyou have a captive audiencewho canwitness your talents firsthand,andbeexposedtoyoursubtleandnotsosubtlemarketingmessages?Byhavingatopnotchshowandusingittoexpandonyour marketing strategies, you are able to leverage your entiremarketingapproach ina real time situation. Your show is themostobviousmeansformarketing,anditsimportancecannotbeoverlooked.Influence the introduction you will be given by the master ofceremonies at your events by providing themwith the content.Alwaysbringa typewritten introductionofyourshowwithyouto each performance. Your clientmay have already asked andreceived one earlier to give to the master of ceremonies, butalways bring another copy since these frequently are lost ormisplacedpriortotheshow. Youcantailoryourintroductiontobringoutsomeofyourkeypromotionalhighlights.Trytoconveyinformationaboutthetypesofshowsyoudoandthebenefitsyou

Your Show as a Marketing Tool


bring to your clients. Your introduction could also includesomething like,Ifyouwould like toknowmoreaboutWaynesperformances,pleasevisithimaftertheshow. Makesureyourcontact information isavailable togiveout in largequantities tointerestedindividuals.Your perceived greatness may only be as great as your lastperformance. Whenyouperform,youhaveboth the clientandtheaudience to impressand influence. Focusondoing theverybest showyoucan. Try toentertaineveryoneat theevent. Forinstance, ifyouareperforminga familyshow,donot focusonlyon thechildren. Make sure toactivelyengageeveryone inyourshow; youdo not knowwho your next client could be. Knowwhat the expectations of your client are before you arrive. Dotheywant theaudience tobe entertained, educated,orbabysat?Dotheywanttheshowtoattractmorebusinesspatronsorguests?Andbe sure to leaveyouraudiencewantingmore. Theminutetheyfeeltheyhaveseenenoughiswhenyouhavecrossedthelinebetweenaneffectiveandineffectiveperformance.If you are doing a public show, have someone take picturesduring the performance and forward the best one to the localmedia.Thiswillhelpthemediaout,andwillmovethemonestepcloser towritinganarticleabout theeventoraboutyou. It isagreat idea to takepictureswith adigital camera. You can thensimplyemailorsendafewpictures toyourclientfor theirownpromotionaluse. Thiswillshow thatyouaregoingoutofyourwaytosatisfythem,evenaftertheshow.Learn to leverageyourmarketingeffortsatyourshows tocreateuniqueandeffectivewaystocreateinterestinallofyourservices.Onemethodistoofferadditionalservicesorproductstopatronsdirectlyattheevent.Byunderstandingyourclientsneeds,itwillbeeasiertoaddextravaluefortheclient,whileatthesametimefurtherpromotingyourownservicesandproducts.Make sure there is a followup done with the client after eachshow. Ask your client for an honest evaluation as well as forreferrals. When possible, record the audio and visual of yourshows. These can then be used for selling your services by


incorporating them into your promotionalmaterials. The tapesarealsoextremelyusefultoyouasameansofpersonalcritique.Keepdetailed informationabouthoweachshow turnedout, theprice that was charged, the clients response to the show, andwhatyourperformanceconsistedof. Thiswillsaveyoua lotoftime inknowingwhat tooffer them in the future,andwillhelpyoutoprovidevarietyinyourfutureshowsforthisclient.[RefertoAppendixH:EventProfile.]To gain further leverage from you shows, bewilling to expandyour performance area beyond local shows. By being ready totravelafewhourstosomeshows,youaregreatlyexpandingthenumberofprospectiveclientsavailabletoyou.Neversolicityourservicesatanotherentertainersshoworeventunless the other entertainer encourages you to do so. This isWRONGandunethical.Also,stayfocusedonwhoyourclientis.The clientwould frownuponyourmakingballoon animals, forexample, for peoplewithin the venue, other than for their ownpatrons.

PERSONALSTORYSuccessfulMarketing:LearntoDobyDoing

byWayneLeeIfyouwanttobecomeagoodspeakerspeak. Ifyouwanttobecomeagoodteacherteach.Ifyouwanttobecomeagoodsalespersonsell.Ifyouwant to become a good entertainer entertain and perform asmanyshowsasyoucan.WhenIstartedoutinmycareer,Iwasfascinatedwithhypnosis.Ireadbooks,watchedvideos,critiquedliveperformances,andaskedtheexperts.Inessence,Istudiedhypnosisandhowtoperformstageshows.Thisisaprerequisite to becoming an excellent entertainer and it does not stophere.Ifyoulovetoperform,itwillbealifelonglearningexperience.Many entertainersget frustratedbecause theywant success overnight.Myfirstshowwasatanightclub,whereIhadtheopportunitytodoanopenmiconavarietynight. Therewasacrowdof300people. Iwas


exitedandnervousatthesametime.AfterIperformed,IthoughtIdidwell and the people enjoyed themselves. When I look back on thevideotapeoftheperformanceIhaveahardtimewatchingit.EachyearIimprove;Icontinuetoimprovemycrafttothisday.This initial show was monumental, because it resulted in numerousperformances at this club. The exposure created adomino effect. TheManager ofYukYuksComedyClub (one of the biggest comedy clubchains in theworld)was at one of these initial shows. He eventuallyhiredmetoperformatYukYuks,whichledtoatwoyearcontractwiththisclub. Manybookingsarose frompeopleseeingtheseshowsatYukYuks.Forinstance,theEntertainmentDirectorforKlondikeDays(oneofCanadaslargestexhibitions)endedupbookingmetoperformattheirfair.ForfiveyearsIperformedtothousandsofpeopleandthisledtomyperforming at a string of othermajor fairs. Some of these fairs haveincluded the Calgary Stampede (The Greatest Outdoor Show onEarth),SaskatoonExhibition,ReginaBuffaloDays,and theCanadianNationalExhibition.WithinatypicalsummerIwouldbeperformingupto150shows intwomonths. AlloftheseshowsarerootedbacktomyfirstperformanceatasmallnightclubinEdmonton.Youdonotknowwhoisinyouraudienceandwhomaybookyoufortheirnextevent.Oneofyourbestmarketingtoolsisyourshow.Myexperiencecanbesummedupinasimpleformula:Performateveryavailable opportunity + a polished performance + frequent exposure =multiplespinoffbookings+higherratesforyourshows=freedomtodotheshowsyouwant,fortheamountofmoneyyouwant,wheneveryouwant,andforwhomeveryouwant.Booking agents provide a useful service for hypnotists andmagicians. We encourage you to tap into this service tosupplement your sources for increased bookings. We alsoencourageyoutoapproachtheuseofagentswithcaution. Yourreputation isalwaysonthe line,soyouwillwanttobesurethatanyagentsyouusewillworkhardtomaintainandevenenhanceyourreputationasanentertainerwhoisinhighdemand.Youwillmost likelynotbeabletodependfullyonthebookingsthatagentsprovideforyou.Youwillprobablyneverbetheironeandonly,exclusiveentertainer.Theyplacenumerousentertainers

Expanding Your Bookings

with Agents


simultaneouslysoyouwillnotknowwhatyourshareoftheworkwill be. Youwill still need to freelance andmarket your ownshow to gather your own bookings. However, agentswill findopportunitiesthatyoualonearenotabletoaccess.Forthisreasonit makes sense to use agents, but only if you view them assupplementary to your own marketing efforts. You may besuccessful in linking upwith one or two agentswho book youfrequently,butthissituationcanchangequicklyiftheydecidetostartbookingsomeoneelseinyourplace.Therearenoguaranteeswith agents, so they should not be your exclusive source formarketingyourshowandgeneratingbookings.Generallyspeaking,themoreadvocatesyouhavepromotingandsellingyourshow,thegreatertheimpactwillbeonyourlevelofsuccess. For example, if aproductwere tobe soldonly from asingle source, the manufacturer would not be successful.However,byhavingnumerousdifferentoutletsandstoressellingthesameproduct,themanufacturerhasamuchgreaterlikelihoodfor increased sales. This iswhy itmakes sense tobe connectedwithafewreputableagents.Inessence,agentswillbecomeyourremotesalespeople.Theywillsaveyou the timeandexpenseof findingprospectsand turningthem into clients. They make the phone calls, deliver thepromotionalmaterials,handle the contracts, and are responsibleforthetimeandexpensesinvolvedinmailings,faxes,andphonecalls. They work hard on your behalf. This service is veryattractive,andwillcostyoutheircommissionfee.Butoverall,byusingagentstoacquirebookings,yourexposurewillbegreaterasa result of an increased number of shows, and your revenuestreamwillbehigher.Itcanbedifficulttobeginworkingwithdifferentagents. Itmayseemlikeaveryslowprocess,butitcanpayoffintheend.Yourinitial contact with an agent should either be in person or byphone. They want to meet you personally so they know withwhom they aredealing. It can take a bit of time to cultivate arelationship to the point where the agent will book you. Bepatient.Wehavehadagentswhostartedtobookusayearortwofollowingour initial contact. Onceyouhaveestablishedagood


relationship,you shouldbegin to seeprogressivelymore showsbeingbookedforyou.Agents interest in you comes from their desire to please theirclients. Youbecomeapartoftheproducttheyareselling. Theyhaveawidevarietyofotherentertainers tochoose from,soyouwillneedtotreattheagentsasthoughtheyareyourownclients.Sell themon themanybenefitsyouhave tooffer themand theirclients. Make a point of providing customized promotionalmaterialstotheircompany,anuptodatelistingofyouropenings,yourprice lists,andsoon,dependingonwhat theywant tosee.They may even request a full show video or showcasingopportunitiesforyoutodemonstrateyourcapabilities.Earlyinyourdealingswithagentsitisveryimportanttoestablishclearcommunicationswiththem.Findoutwhattheyexpectfromyouandbeveryclearaboutwhatyouwillexpect from themasyouragent. Clearexpectationsand communicationsarevital tobuildingasuccessfulandfruitfulrelationship.Itisalsovitalthatyou sizeup thevarious agencies early inyourdiscussionswiththem.Yourgoalistofindandworkonlyforthetoptieragencies.Thesearetheonlyoneswhowillhaveyourreputationandyoursuccess inmindas theywork toprovidebookings foryou. Badagencieswillmakeyou lookbad. As soon asyou sense this ishappening, break your ties with the agent and move on. Youcannot afford to have problems where your reputation isconcerned.Onceyouhavedevelopedarelationshipwithanagent,itiswiseto work at building and maintaining that relationship, as youwould with any one of your valuable clients. Plan to build astrongrelationshipwiththem.Makeapointofhelpingthemout,and never putting up roadblocks that would dampen therelationship. Byhelping them theywillhelpyou in the future.You are representing each others business so you need toapproach the situation as though it is a professional, businessrelationshipthatisvaluedandworthmaintaining.Agents appreciate being kept informed and uptodate withrespecttochangestoyourshoworanyoftheotherservicesyouareoffering.Keepinregularcontactwiththembysendingthem

Your Relationship with Agents


newpromotionalmaterialsandupdatesonyourshowandyourschedule. You could even send them a fewVIP tickets toyourshows, either for themselves or topass along to their clients orprospects.Also,makesureyouragentsknowofyourwebsiteorareincludedinyourregularemailingssotheycanstayabreastofyouasoneoftheirtopperformers.Another thing all agents appreciate is you calling them backquicklywhen theyareseeking information fromyouaboutyouravailability.Mostofthetimetheyareinthemiddleofarrangingabooking with a client, and they want to be as responsive aspossible to that client. Help the agent by being responsiveyourself.Anythingyoudotomaketheagentslifeeasierwillhelpyouinthelongrun.Responsivenessisoneofthekeyingredientsfor success in business. Your promptness will not only pleaseyour agent, it will help them to capture bookings before theircompetitiondoes.Perhaps the most important aspect of maintaining yourrelationshipwith agents is having a high level of trust in eachother. Agentswant tobe assured their contacts and clients areprotected from the possibility of you taking them over as yourowndirectclients.Thisisakeyareawhereyouneedtofocusonbuilding trustandprovidingassurancesandproof thatyouwillnotundertakeyourownmarketingeffortswiththeagentsclients.Agentsknoweachotherandwordwillspreadveryquicklyifyouarenot a teamplayer andbreak the agents trust inyou. As aprofessional,thisissomethingyoumustneverdo.Ifapproachedbyprospectiveclientsatashowbookedthroughanagent,donotsay,Icantgiveyoumycard,butifyoulookmeupintheyellowpages,youcanfindmyinformationthere. Thisisequally as unethical as distributing your materials directly. Ifsomeonegivesyoutheirbusinesscard,forwardittotheagentsotheycanfollowupwiththeindividual.Showtheagentyouhavetheirbestinterestsinmindbyaskingfora supply of their business cards to distribute at your events.Simplywriteyournameonthebackofthebusinesscardtomakeit easier for potential clients to contact the agency and make a


specificrequestforyourservicesthenexttimetheyareplanninganevent.Your business relationship with your agents should be a longtermundertaking.Plantokeepreinforcingyourrelationshipsbyprovidingrecognitiontothoseagentswho,infact,producegoodresultsforyou. Sendthemtokensofappreciationsuchasthankyounotes,greetingcards,smallgiftbaskets,etc.Therearemanywaystoexpressyourthanksfortheirmultiplebookings.Wefeelit is important todo this on a regular basis. It is simply goodbusinesspractice tomaintain strongworking relationships. Theresults you achieve will be a reflection of the strength of yourbusiness relationships and the effortyouput intokeeping themstrong.Therearesomeagentswhosegoal is tohave totalrights toyourbookings and complete control over your show. Ourrecommendation is to stay clear of signing any form ofexclusivecontractwithagentsunlessthesituationisabsolutelysafe, it is the right thing todo at the time, and you completelyunderstandthefineprint.Beverycarefulinthisarea.Therehavebeen many instances where exclusive agreements have beensigned and yet the agent rarely books any shows for theperformer.Thisisoneoftheworstthingsthatcanhappentoyourcareer.Yoursuccessiscompletelyatthemercyofasingleagent.Neverallowthistohappentoyou.Expect topayhealthycommissions to theagentwho isbookingyourshows.Theaveragecommissionisbetween10%25%.Theyprovideavaluableservice,andtheirratesreflectthisfact.Priortostartinganyworkforanagent,agoodpracticeistoaskthemhowthey make their commission on your shows. Do they take apercentage, or do they keep the difference between what youcharge and the price at which they can sell your show?Obviously, thepercentageapproachprovides thebetterdeal foryou.Iftheagenttakes20%,itiseasyforyoutojustifythecostastheyaresavingyoua lotofwork, time,andexpense inbookingthe show. We strongly suggest seeking out those agents whoworkon apercentagebasis. If they are able toobtain ahigherpriceforyourshow,thenyouwillbenefitalongwiththem.

Agent Contracts and Pricing


Consistencyinpricingissomethingweliketopromote.Itisbesttobeconsistentinyourpricingwithalltheagentsyoudealwith.Agentswanttoknowthatthereisanevenplayingfield,andthatother agents do not have pricing advantages over them. Bymaintaining a reasonable, consistent pricing level, there is thepotentialtobebookedmorefrequently,asyouwillbeconsistentwith other entertainers and will remain competitive with otherformsofentertainmentavailabletotheagent.As a hypnotist ormagician therewill bemany occasionswhenyouwillhaveopportunitiestorecommendandselltheservicesofotherperformers. It isperfectlyalright todo this,provided it isdone ethically and in a forthright andbusinesslikemanner. Aswithanyotherserviceyouprovide,yourreputationisonthelinewhenyouoperateasanagent,soyouneed todo itwell. Makesure you are confident with the performer you are booking;examine theirpromotionalmaterialandview theirperformance.Ensure theiract isconsistentwithwhat theclient is looking for.Yours and the performers reputation can be easily tarnished,leadingtolostopportunitieswithclientsinthefuture.Unlessyouaregoingtoconcentrateheavilyonprovidingagencyservices, do not expect to make lots of money by arrangingoccasionalbookingsforothers. However, ifyouareabletoofferthis service on a casual basis, everybody wins: the client, theperformer,andyou.Ifyouaregoingtobesellingotherperformers,donothidethefactthat you will be taking a commission for your services to theperformers. There isa lotofworkrequired in thisbusinessandyouneedtobepaidforyourtime.Youneedtobecompletelyupfrontwiththisinordertomaintainproductiverelationshipswithfellow performers. In return, the performers you arerecommending and selling need to be completely honest withyou,aswellasbeing100%reliable.

You as the Agent

Launch your entertainment career to new heights!

Secrets finally revealed...how high impact marketingwill propel your growth,profitability, and success!

Hypnotist Wayne Lee and magician Sheldon Casavant offer a host of best-kept secrets

for building exceptional success as a performer in todays market. They have compiled a

compelling collection of practical advice, tips, and recommendations for taking your career

as a magician or stage hypnotist to the next level through effective marketing the level

you dream about if you only had the right formula.

Wayne and Sheldon offer you:

Important advice derived through their knowledge and experience.

Valuable insights from interviews with 11 prominent professionals.

A rich collection of tools, with immediate benefits for you.

A high-value list of additional reference sources.

Inspirational quotes for reflection as you build your career.

In this book:

Discover your professional goals and use them to build your success.

See why setting a business focus is fundamental to your growth.

Learn about exciting new markets you must explore to expand your business.

Develop a complete approach for marketing yourself and your show.

Find out what promotional materials will work best to raise your profile and image.

Gain new methods for attracting and keeping clients.

Increase your success rate in selling more shows, more often.

Get the information you need about advertising and publicity for you and your show.

Move to the front of the line by marketing on the Internet.

A journey of a thousand miles begins with a single step. Confucius

secrets of success - sample chapters

Documents